by Catherine Franz
GENERAL OVERVIEW Business Strengths Our extensive knowledge of the adventure travel industry is Business Weaknesses The greatest weakness our business faces is our ability to BUSINESS GOALS Profit Our current profit goals are: Sales Our long-term sales goals are to operate at or close to cash Marketing Our long-term marketing goals are to develop an extensive POSITION IN THE MARKETPLACE Description of Our Customers Our customers are ___ to ___-year-old professionals, married Our Customers’ Needs Our target customers are looking for customized planning Why Our Customers Choose Us Our well-informed, up-to-date staff, combined with our What Sets Us Apart From the Competition What sets our company apart from our competitors is the fact MARKETING CAMPAIGN SPECIFICS STRATEGY Goals of the Campaign We would like to increase our visibility, attract new Campaign Focus: Specific Products or General Promotion? Our primary focus is to expand our customer base. We would Products to be Advertised We will be advertising our complete range of European Measurements of Success We will measure this ad campaign’s success by the number of
our greatest strength, in addition to our positioning in the
region.
handle new competition. Currently, we are the only providers
of our services in the area, and any competitor that moves
in will pose a threat to our stability.
Year Two: $__________ post-tax profit
Year Three: $________ post-tax profit
We have not established any other long-range profit goals at
this time
flow break-even by Year Two and to be profitable from Year
One onward. We would like our profit margin to be 7 percent
by Year Three.
Web site, to increase our public relations activities, and
to create an informative store window to draw in customers.
or unmarried, without children, who are ___________.
services that will provide them with all the information
necessary to take an adventure vacation in Europe. Often,
they do not have the time or the resources to do the
research themselves, so they turn to us for hassle-free
planning services.
extensive knowledge of the ______________,
allows us to surpass the services provided by other
agencies.
that we sell custom-designed packages for people. We ask
them questions, find out exactly what they want and need,
and direct them to the appropriate destinations.
customers, and display special offers that are currently
available.
also like to keep our current customers aware of special
promotions we are offering and secure their future business
with us.
adventure travel services, special discounts on travel
packages, and sales on seasonal clothing and gear.
inquiries received after its launch. This includes phone
inquiries as well as inquiries made in person at the store.
Evaluation of Effectiveness We will be reviewing the campaign’s effectiveness one month MESSAGE Our Marketing Message: No one knows more about [what] than [Your name]. Campaign Start Date We will launch this marketing campaign in ________. Length of Campaign This campaign will run through __________, for a total of BUDGET Annual Marketing Budget $40,000 Budget For This Campaign $81,025. This includes $41,325 for Web site and database Cost-Saving Measures We plan to keep advertising costs down by targeting the most About the Author
About the Author: Catherine Franz is a 30-year marketing
after its launch. We will evaluate its effectiveness based
on the number of inquires we receive and any corresponding
increase in revenue.
TIME FRAME
________ months.
design, implementation, and hardware purchases, which will
be useful for more than one year and will therefore be
capitalized and depreciated accordingly.
appropriate advertising methods for our business, which
include online advertising, newspaper ads, and classified
ads.
industry veteran, a Certified Business Coach, Certified
Teleclass Leader and Trainer, speaker, author, and Master
Attraction Practitioner. Additional eNewsletters, tips and
articles are available at: http://www.abundancecenter.com
or by phone at: 703-671-5677